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Mac — Behind the Mac — Apple Apple has just released an extensive new ad campaign that will be broadcasted during the 2018 FIFA World Cu...

Mac — Behind the Mac — Apple

Apple has just released an extensive new ad campaign that will be broadcasted during the 2018 FIFA World Cup. The tech giant is calling the new campaign “Behind the Mac” and it highlights 12 real stories of people using the Mac to to push the limites of creativity and innovation with Mac computers. It will highlight 12 individual stories of how artists, developers, and many others are using the Mac in their respective fields.

First, tech entrepreneur Peter Kariuki is being featured for developing an app that seeks to reduce traffic deaths in Rwanda. Kariuki founded the company SafeMotos, which is focused on helping ensure that “Africans do not have to choose between affordability and safety for their transport.”

Behind the Mac — Peter Kariuki

Popular musician Grimes is also featured in Apple's latest campaign. The music artist has committed to independently producing all of her own songs, and relies heavily on the Mac and accompanying software to do so.

Behind the Mac — Grimes

Finally, 'Behind the Mac' features Mr. Bruce Hall, who is a legally blind photographer, teacher, and disability advocate. Hall lives in Santa Ana, California and has had his amazing photography featured internationally. He is the only legally blind photographer who has a permanent collection in the U.S. Library of Congress.

Behind the Mac — Bruce Hall

Behind the Mac includes a 1-minute spot that airs during the FIFA World Cup, as well as social and display ads. The campaign also gets its own dedicated mini-site on Apple.com.